When we started working on this project the client had the business model figured out but was lacking the creative and brand strategy side. They knew their target and goals but had no idea how to target them and get their attention.
The low-cost fitness market is known to have its selling point only on the price. The gyms are similar, the offer is almost the same and so the members go to the one with the best price. Our challenge, since the membership price was slightly higher, was to prove that brand perception could influence clients. So we had to build a brand strong enough to compete against pricing.